An empirical study of the use of e‐security seals in e‐commerce

Abstract

Purpose The purpose of this paper is to examine the use of e‐security seals on web sites and their relative impact on e‐commerce firm reputation in influencing customers' perceptions of trust in a service provider. Design/methodology/approach Two interrelated empirical studies are conducted to evaluate the use and impacts of e‐security seals in e‐commerce. An exploratory study methodology investigates the use of e‐security seals and a questionnaire survey is used to gauge consumer knowledge of seals. Findings Using survey data from 211 web users, the results show that 106 respondents are cognitive and affective of e‐security seals. The results also provide further clarification of the relationship between e‐security seals and sales effectiveness. The findings point towards a positive belief by consumers in e‐security seals. Research implications Third‐party e‐security seals organisations should undertake more promotional activities and advertising to educate comsumers about the use and benefits of e‐security seals. Originality/value An important issue in e‐commerce is how trust is developed between consumers and e‐vendors. This paper investigates the use of e‐security seals and their influence on consumer confidence in the online environment.

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